Nike, a 40-year old American brand, needed to position the company as a legitimate player in cricket, a 400-year-old sport deeply enmeshed in Eastern culture. We developed the concept of the 43rd Law specifically for the unveiling of Nike's cricket shoe to the Indian-based media. Since 42 laws have governed the game, the 43rd Law would symbolize Nike’s respect for tradition, but passion to improve and innovate the game.

Agency:PlazmDesign Director: Josh Berger

The media loved The 43rd Law concept and the kit. Their event was a great success and they had a ton of coverage!